New Mobile Marketing Service Launch by 118 118

London UK, February 16 2006 -.

The Number, the company behind 118 118, is set to offer UK businesses an entirely new and timely way to reach high value customers.

William Ostrom, Communications Director of The Number, said, "Mobile callers to 118 118 ring us because they have an immediate and direct need to reach a business or service. Now, we've developed and tested a proposition that greatly increases the value of every message, without making any additional charge. For example, if you call for a pizza parlour, we can send details of special offers, or an alternative nearby outlet."

The proposition has been tested and researched for The Number by Saville Rossiter Base with 400 consumers.
Nearly 60% of respondents who were sent the message recalled it, and 14 per cent of these people used the additional number – a very favourable result compared to read and response rates in direct mail and other channels.

93% of users said they would like to receive an additional number in future.
Three quarters of all the respondents said that they could see clear benefits in the service; “It gave me information I hadn’t thought of asking for”; “It saves time”; “It shows the company is proactive in understanding what customers want”.

Just over 80% of respondents were also interested in an enhanced offer – (such as a discount on goods or services) and the majority said that even if they didn’t use it immediately, they would do, at some point.

Half also said they would think about sending the information on to family and friends.

The proposition has also proved compelling for blue chip businesses participating in a three month trial that is currently underway.

The ability of 118 118 to deliver useful, localised and timely information is proving highly attractive to a wide range of businesses keen to take advantage, from banking and insurance to DIY and home delivery.

The initiative is set to be launched once the full trail phase is concluded in early February.

The development has been contracted by The Number to a leading specialist in marketing innovation, MIVA (http://www.miva.com). In 2000 the company pioneered Pay-Per-Click Advertising in Europe, now the fastest growing sector of online advertising, accounting for 40% of total online media spend in the UK.

Brand and marketing support for the initiative is being delivered by The Number's in-house team with support from its roster of agencies, including Dave for brand and naming development, WCRS for advertising and OMD, media management.

ENDS

For media assistance, please contact:

William Ostrom

http://www.thenumber.com
Corporate information for 118 118 - The Number (the UK's leading directory assistance provider). Click here for details of current vacancies, press releases, products and other information relating to 118 118’s business.